Attribute values are the values of child products that are linked to the attributes of the parent product.

There is one exception, this field is also used by downloadable products.

Multiple values must be separated by a pipe symbol (|). Downloadable products can only have 1 value. The attribute_name must be download and cannot be changed, the attribute_value is the filename of the downloadable product. It is possible to mix both fields so both the attributes and the download can be set. However, there still can only be 1 download attribute.

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Regular product:

attribute_name::attribute_value|attribute_name::attribute_value

Downloadable product:

download::filename

Mixed:

attribute_name::attribute_value|attribute_name::attribute_value|download::filename